BRAND GUIDELINES. Version 13.1

Transcription

1 BRAND GUIDELINES Version 13.1

2 ELEMENTS FOR VISUAL IDENTITY The Hach visual identity is the sum of many graphic elements. When expressed consistently and within the stated standards, these elements strengthen the Hach brand. This document offers guidance on the approved elements of the identity including logos, size relationships, and color. With proper and prominent use, these graphic elements can achieve strength and permanence that will serve Hach well into the future. In order to build awareness and recognition in the eyes of Hach s customers, it is crucial that the Hach logo and approved graphic elements be used consistently and appropriately in all of communications. 2

3 HACH LOGOS 4-Color (CMYK) Printing Always use approved supplied vector-graphic files for the logo never recreate them yourself. Variations in use, or the absence of standards, will eventually cause confusion and loss of recognition in the public arena. With proper and prominent use, the Hach logo can achieve strength and permanence that will serve our company well into the future. In the eyes of our customers, the logo helps build awareness and recognition by standing out from the competition.this is why it is so crucial that we use our logo consistently and appropriately in all of our communications. 1. There are three 4-color (CMYK) versions of this logo: A. HACH NEW BLUE LOGO BluTag BluR.eps For use on white or light background colors or images. B. HACH NEW BLUE LOGO WhtTag WhtR.eps For use on dark background colors or images. C. HACH NEW BLUE LOGO WhtTag BluR.eps For use with the "HACH WAVE" See pages 5-7 for more information.. 2. The must always appear with the logo. 3. The tagline Be Right is optional. 4. Minimum Area of Protection. Situations may arise where surrounding the logo with generous amounts of clear space may not be feasible. When positioning the logo near text and/or image-heavy applications such as marketing materials and business forms, always maintain at the very least a minimum area of protection space. The minimum area of protection is based on 1/2 the height of the Hach Oval, as shown at the right. 3

4 HACH LOGOS 1-Color Printing When 1-color printing is required, use either the Pantone Color (PMS) equivalent of the New Hach Blue: PMS 2925 or Black. Always use approved supplied vector-graphic files for the logo never recreate them yourself. 1. There are two PMS 2925 versions of this logo: A. HACH 2925 LOGO BluTag BluR.eps For use on white or light background colors or images. B. HACH 2925 LOGO WhtTag WhtR.eps For use on dark background colors or images. 2. There are two BLACK versions of this logo: A. HACH BLACK LOGO.eps For use on white or light background colors or images. B. HACH BLACK LOGO WhtTag WhtR.eps For use on dark background colors or images. 2. The must always appear with the logo. 3. The tagline Be Right is optional. 4. Minimum Area of Protection. See previous page. 4

5 HACH LOGO + WAVE Along with the HACH LOGO, the HACH WAVE gives immediate graphic recognition that this is the HACH BRAND. 1. The HACH LOGO + WAVE is required for all Hach marketing pieces. 2. The HACH WAVE always bleeds off the bottom, left and right sides of the page. 3. The HACH LOGO + WAVE should be positioned at the bottom of the first page or cover. It can also be placed at the bottom of the back cover. 4. The HACH WAVE should never be cropped, but rather resized proportionately with the HACH LOGO (using Shift+Drag) to show the entirety of the Wave at all times. 6. The thinnest portion of the HACH WAVE should never be so small as to lose visibility or appear sharp (as in, pointy). 7. No type or graphics should be placed inside the wave when it is used at the bottom of a page or cover. Don t muddy the water. 8. The water level can be deepened as needed: see sample on the page 7. Continued on next page. 5

6 HACH LOGO + WAVE Continued. 9. There are four main size combinations that should be used. A. HACH+WAVE_8.5+bleed.eps For marketing pieces or print ads that are portrait instead of landscape. B. HACH+WAVE_8.5+bleed_sm logo.eps For marketing pieces or print ads that are landscape instead of portrait.. Because of the smaller logo, this is used for business communications such as Letterhead, Word templates, Application Notes and proposals. This can also be used for large horizontal booth graphics. C. HACH+WAVE_10+bleed.eps For PowerPoint templates and also marketing pieces or print ads that are landscape instead of portrait.. This is also used for large horizontal booth graphics. D. HACH+WAVE_3.5+bleed.eps For narrow or vertical marketing pieces or print ads. This is also used for the Hach Business Cards. NOTE: all of these files contain an 1/8 bleed on the bottom, left and right sides of the the graphic. Continued on next page. 6

7 HACH LOGO + WAVE Continued. 10.The water level can be deepened as needed. NOTE: type can be placed in this version of the wave, see the ad sample on page 14. HACH+BIG WAVE.eps For full page ads and also booth graphics. 11. An inverted version is available to use as a header for booth graphics or marketing pieces. HACH+WAVE_8.5+bleed_INVERT.eps 7

8 HACH PRINT COLORS Primary Colors HACH NEW BLUE PMS: 2925 RAL: 5015 HEX: 0098DB RGB: 0/152/219 CMYK: C-100 M-30 Y-0 K-0 Application / Industry Colors HACH MUNI PMS: 319 HEX: 4CCED1 CMYK: C-51 M-0 Y-18 K-0 LANGE RED PMS: 186 RAL: 3001 HEX: C60C30 CMYK: C-0 M-100 Y-80 K-20 HACH LAB PMS: 129 HEX: F2D13D CMYK: C-0 M-15 Y-76 K-0 HACH RED PMS: 032 HEX: ED2939 CMYK: C-0 M-91 Y-87 K-0 HACH IW PMS: 138 HEX: D88C02 CMYK: C-0 M-38 Y-94 K-0 HACH LT BLUE PMS: 277 HEX: B5D1E8 CMYK: C-27 M-9 Y-0 K-0 HACH ENVIRO PMS: 383 HEX: A3AF07 CMYK: C-18 M-0 Y-100 K-18 HACH YELLOW PMS: 130 HEX: F0AB00 CMYK: C-0 M-27 Y-100 K-0 HACH ENVIRO 2 PMS: 390 HEX: BAC405 CMYK: C-18 M-0 Y-100 K-6 GRAY 1-70% BLACK HEX: 4D4D4D RGB: 77/77/77 CMYK: C-0 M-0 Y-0 K-70 GRAY 2-40% BLACK HEX: CMYK: C-0 M-0 Y-0 K-40 8

9 HACH WEB COLORS 9

10 HACH FONTS Along with the all the other graphic elements defined in these guidelines, consistent use of typography will ensure additional recognition of the Hach Brand. The main, marketing Font Family used is: Museo Sans The secondary, technical Font Family used is: Helvetica Neue NOTE: no other decorative or display fonts may be used on any Hach marketing pieces. HACH ADVERTISING FONTS HEADLINE Font: Museo Sans 900 (ALL CAPS) Color: Hach New Blue Size: Varies dependent on ad size, but always use 2 pts. of leading: 16/18, 24/26, etc. BODY (white background) Font: Museo Sans 300 Color: 70% Black Size: Varies dependent on ad size, but always use 4pts. of leading: 10/14, 16/20, etc. BODY (blue background) Font: Museo Sans 500 Color: White Size: Varies dependent on ad size, but always use 4pts. of leading: 10/14, 16/20, etc. CONTACT INFO / CAPTIONS Font: Museo Sans 700 Color: 70% Black Size: Varies dependent on ad size, but always use 4pts. of leading: 10/14, 16/20, etc. FOOTNOTE Font: Museo Sans 300 Italic Color: 70% Black Size: 6/7 Continued on next page. 10

11 HACH FONTS Continued. HACH BROCHURE, DATA SHEET & CATALOG FONTS HEADLINES / PRODUCT NAMES Font: Museo Sans 900 (ALL CAPS) Color: Hach New Blue Size: Varies dependent on ad size, but always use 2 pts. of leading: 16/18, 24/26, etc. SUB-HEADLINES 1 Font: Museo Sans 900 (Cap & Lower Case) Color: Hach New Blue Size: Varies dependent on ad size, but always use 2 pts. of leading: 16/18, 24/26, etc. SUB-HEADLINES 2 Font: Museo Sans 900 (Cap & Lower Case) Color: 40% Black Size: Varies dependent on ad size, but always use 2 pts. of leading: 16/18, 24/26, etc. MARKETING BODY TEXT Font: Museo Sans 300 Color: 70% Black Size: Varies, but always use 4 pts. of leading: 10/14, 16/20, etc. TECHNICAL BODY TEXT, SPECIFICATIONS, TABLES & GRAPHS Font: HelveticaNeueLT Std Lt and HelveticaNeueLT Std Bold Color: Black Size: Varies, but always use at least 2 pts. of leading:8/10, 9/11 etc. CAPTIONS Font: HelveticaNeueLT Std Lt Ital Color: Hach New Blue Size: Varies but always use 2 pts. of leading: 8/10, 9/11, etc. FOOTNOTE Font: HelveticaNeueLT Std Lt Ital Color:Black Size: 7/9 CONTACT INFO Font: Museo Sans 900 Color: Hach New Blue Size: Varies but always use 2 pts. of leading: 10/12, 16/18, etc. Continued on next page. 11

12 HACH FONTS Continued. HACH WEB, POWERPOINT & WORD FONTS HEADLINES Font: Museo Sans 900 (ALL CAPS) Color: Hach New Blue (RGB: 0/152/219) Size: Varies BODY TEXT Font: Calibri Color: 70% Black (RGB: 77/77/77) Size: 11 pt. WEBSITE: Body: background-color: #666; color: #333; font: 12px Arial, sans-serif; word-wrap: break-word h1: font-weight: bold; font-size: 24px; margin-bottom: 20px; clear: left h1.smaller: font-size: 16px h2, h3, h4, h5: font-weight: bold; font-size: 16px; line-height: 20px; margin: 20px

13 HACH MISCELLANEOUS IMAGES Starbursts STARBURST New Blue.eps OR STARBURST red.eps 1. Used in catalogs and brochures to point out important features and benefits of products as well as cross sell opportunities. 2. Museo Sans 900 and Museo Sans 300 Ital should be used 3. The image must be used symmetrically (square) it cannot be stretched optically. 4. Can be tilted at a 10º or -10º angle for more emphasis. DREL 2800 Portable Water Quality Laboratory See page 156. FREE Gift for stopping by WEFTEC Booth #5728 See reverse. NEW! Graphic New_NEW.eps OR STARBURST red+new.eps 1. Used in catalogs, brochures and direct mail. 2. Can be used at practically any size. 3. Can be tilted at a 10º or -10º angle for more emphasis. 13

14 HACH SAMPLES / TEMPLATES Print Ads WE MAKE WATER ANALYSIS SIMPLER. For more than 60 years, we ve been at the crest of the industry finding solutions that help you best manage your water. Water analysis has to be right. You deserve complete solutions you can be fully confident in. Hach is your resource for expert answers, outstanding support, and reliable, easy-to-use products. Rediscover Hach at hach.com M224EM Water analysis has to be right. YOU DESERVE COMPLETE SOLUTIONS YOU CAN BE FULLY CONFIDENT IN. Hach is your resource for expert answers, outstanding support, and reliable, easy-to-use products. Your analysis has to be right. YOU DESERVE COMPLETE SOLUTIONS YOU CAN BE FULLY CONFIDENT IN. Hach is your resource for expert answers, outstanding support, and reliable, easy-to-use products. THINK TRAINING. THINK HACH. The Hach Technical Training Center s knowledgeable instructors, each with extensive experience in instruction and water analysis, can increase the skill and confidence of your operators through practical, hands-on training with Hach instrumentation. Classes are state approved for continuing education units Hach.com Water analysis has to be right. YOU DESERVE COMPLETE SOLUTIONS YOU CAN BE FULLY CONFIDENT IN. Hach is your resource for expert answers, outstanding support, and reliable, easy-to-use products Hach.com AUS: NZ: hachpacific.com Class offerings, schedules and locations are available at: hach.com/training Or call: , ext

15 HACH SAMPLES / TEMPLATES Direct Mail HACH COMPANY 5600 Lindbergh Drive Loveland, Colorado A CUSTOMIZED SOLUTION DESIGNED FOR YOUR WATER QUALITY TESTING. Hach, the leader in water quality, has developed a customized electrochemistry solution for water quality testing that takes the guesswork out of your measurements. Our HQd meters & IntelliCAL probes are specifically designed for quick, accurate measurements across drinking water, wastewater and many other water applications. In the month of December, receive a FREE ph IntelliCAL Smart Probe with the purchase of any HQd Benchtop or Portable Meter!* FREE ph Probe! See inside for details. M277MM TAKE THE GUESSWORK OUT OF YOUR WATER QUALITY MEASUREMENTS. HQd Meters Utilize intuitive and easy to use push button controls Have an ultra-bright backlit display, with large easy-to-read font Automatically recognize testing parameter, calibration history and method settings when an IntelliCAL probe is connected Inform you with a visual display icon when stabilization is locked in for greater accuracy IntelliCAL ph SmartProbes Stabilize quickly and have a fast response time, even in low-ionic strength waters Track performance and store calibration history, time/date of each measurement, operator and sample ID, directly on the probe Swap easily between HQd meters, without needing to recalibrate Come in a variety of cable lengths (1m, 3m, 5m, 10m and 15m) to fit your needs Ammonia Ammonium BOD Chloride Conductivity DO Fluoride Nitrate ORP ph Sodium Visit hach.com/promos to add your HQd meter & IntelliCAL ph probe* to your cart, and then enter Offer Code 2M14MM when you check out to receive your FREE ph probe. Or you can call our Customer Support Team at to order your HQd meter & IntelliCAL ph probe*, and provide Offer Code 2M14MM. *This offer is valid for any IntelliCAL ph Smart Probe Hach offers, and includes: ph Ultra, Rugged ph, standard refillable ph, and standard ph. hach.com/promos IN THE DARK ABOUT THE CONDITION OF YOUR EQUIPMENT? HACH COMPANY 5600 Lindbergh Drive Loveland, Colorado SHED SOME LIGHT BY HAVING HACH PERFORM A CERTIFIED SITE ASSESSMENT ON YOUR WATER ANALYSIS EQUIPMENT. Limited Time Offer! Get a Hach Certified Site Assessment of your equipment for a fraction of the price of a normal site visit. A Hach service representative will come on-site for up to 4 hours and perform an assessment* of your water analysis process/lab equipment from Hach. By the end of the assessment you will have peace of mind that: Your equipment is operating correctly Your equipment is being properly calibrated Your equipment is being properly maintained Your equipment doesn t need of any repairs Be sure to ask your service professional how you can get the cost of your assessment refunded. Don t wait to act; this is a limited time offer available to customers on a first come first served basis. Go to hach.com/service-assessment and fill out the form to have your plant assessment scheduled. S2??WB *Visit hach.com/service-assessment for all inclusions and exclusions of the assessment. hach.com/service-assessment , ext The first 50 customers to schedule an assessment receive a FREE Mini MagLite 15